No offer, no response. No response, no clicks. No clicks no pay.
Go for cost-per-thousand. (Or in the case of Facebook, cost-per-million.)
The Future of Facebook
• If the scheme is successful, Facebook’s ad sales people can tout to advertisers what may be the most far reaching and powerful digital discount- and cents-off coupon distribution medium the world has ever seen—one that works for soft goods, hard goods, electronics, travel, books and magazines, over-the-counter and prescription drugs, automobiles, specialty foods, groceries, flowers, toys and games, real estate, financial services—you name it.
• The universe: 900 million (so far) Facebookers—one out of every eight people in the world with demographics and psychographics to die for. These folks can read, have electricity, own computers and have access to the Internet, which means—ipso facto—that they have discretionary funds to spend.
• Facebook also becomes the word’s premier viral marketing forum. Each Facebook user has an average of 120 friends, so that every coupon ad has the potential of being seen—and acted on—by 120 additional people.
• Marketers will be able to generate boatloads of cash worldwide literally overnight.
• However, it is imperative that advertisers use hard core direct marketers and not airy-fairy general agencies whose specialty is creating brand recognition, recall and buzz.
If this scheme bombs, Mark Zuckerberg will have to punt.
Takeaways to Consider
- "When in doubt, do the obvious."
- "The offer should be so attractive that only a lunatic would say no."
- "It must be a bargain in one form or another."
- If you don't include an offer—a good reason to respond—you'll get no response. No response means no ROI.
- Creators of ads in which ROI cannot be precisely measured are wasting money and are traitors to their stockholders
- With no response mechanism you'll have no idea whether anybody even saw your ad let alone read it.
- If you want response action, think "hot potato."
- The only ones that hate coupons—and measuring ROI—are general agencies, because they don't want proof of how much money was wasted by their inept people who didn't follow the rules of sane, profitable marketing.
- When you run a hot potato ad, it's imperative that everyone in your internal fulfillment operation and external distribution chain be alerted in advance. Example: During the first week of May 2009, Oprah Winfrey announced on her TV show that viewers could download coupons for free chicken from KFC. Outlets across the country were not alerted and unable to handle the rush. The result was a PR catastrophe for KFC that also made Oprah look like a bumbler.